Project Description:

Novant Health is one of the country’s largest medical providers, with 14 hospitals and 530 other care centers located across the Southeast. For more than 15 years, Vela Agency has served as an extension of this multi-state healthcare provider to provide public relations assistance for Novant Health Forsyth Medical Center, one of the flagship facilities located in Winston-Salem, N.C. This includes both proactive and reactive media outreach for both the medical center and its practices located in the Triad area and beyond. Although we typically serve as a resource to the organization’s public relations manager, during the course of this relationship, we have also been tapped to serve as the de facto PR manager on several occasions when the role was vacant. During the past five years, we have also provided similar services for Novant Health Rowan Medical Center, located in Salisbury, N.C.

The Challenge:

  • Manage the logistics associated with multiple interview requests from multiple media outlets on any given day
  • Ensure the brand’s goals and priorities remain at the forefront for every interview and appearance

The Solution:

Vela serves as an extension of Novant Health to communicate the organization’s mission of providing remarkable care to the public through targeted and specific media outreach. We have worked to ensure the brand’s priorities for specific service line promotion are met through the development of long-range media plans. On a day-to-day basis, we field media inquiries and serve as a liaison between the media and the appropriate Novant Health staff member, nurse, physician or administrator. Our team also provides media escorts whenever the press is on campus at the hospital or our employees are interviewed at an off-site television or radio station, and ensure each Novant Health staff member who speaks with the press is properly coached prior to the interview.

The Outcome:

Through valuable relationships with Triad media, we regularly place newsworthy items about Novant Health Forsyth Medical Center and its physicians in print publications throughout the area, including the Winston Salem Journal, Salisbury Post, Triad Business Journal, Kernersville News and Clemmons Courier. Novant Health Forsyth Medical Center and its physicians have also been featured on all of the local television channels, including WXII, WFMY, WGHP and Spectrum News (formerly Carolina News 14).